Background

Froya Organics is a natural skincare brand that emphasizes clean, organic ingredients. They wanted to refine their website's hero section to better communicate their brand's authenticity and improve visitor engagement.

The Challenge

The original homepage hero section featured a standard layout with an image on the left and text + CTA on the right. While effective, Froya Organics believed that adding more context about the brand’s natural origins and social proof could increase engagement and, ultimately, conversions. The challenge was to determine whether these changes would resonate with visitors and drive higher sales.

Hypothesis

Froya Organics hypothesized that emphasizing their products' natural and authentic origins by adding a Norway flag and the text "Made 100% natural since 2019," along with social proof via a customer review, would lead to higher engagement and increased conversion rates. They believed that showcasing authenticity and customer feedback would build trust and influence visitors to make a purchase.

The Test

To test this hypothesis, Froya Organics used the Elevate A/B Testing app to set up an A/B test on their Shopify store.

• Control: The original hero section, featuring an image on the left and text + CTA on the right.
• Variation: The variation added a Norway flag in the top left of the image, the text "Made 100% natural since 2019," and a review bubble stating that a customer was initially unsure about the product but ended up loving it.

Experiment Goal: Revenue Per Visitor
Total Visitors: 19,107
Test Duration: 14 days and 19 hours

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Results

The variation outperformed the control in almost every key metric:

• Unique Visitors:
  • Control: 8,645
  • Variation: 8,462
• Revenue Per Visitor:
  • Control: $8.72
  • Variation: $9.46 (8.49% increase)
• Total Revenue:
  • Control: $64,774.64
  • Variation: $66,644.48
• Conversion Rate:
  • Add to Cart: Control: 9.1% | Variation: 10%
  • Reached Checkout: Control: 4.5% | Variation: 5.0%
  • Checkout Completed: Control: 6.0% | Variation: 6.2%
• Probability to Win: The variation had a 95.47% chance of outperforming the control.
• Projected Revenue: The test projected an additional $83,200 in monthly revenue from the variation.

Analysis

The results clearly showed that the changes made to the hero section had a positive impact. By incorporating the Norway flag, highlighting natural ingredients, and showcasing a customer review, Froya Organics built trust and credibility. The increase in add-to-cart and checkout completion rates suggests that visitors were more confident in making a purchase after viewing the updated hero section. The variation led to a $1,870 increase in total revenue during the test and a projected $83,200 monthly revenue boost going forward.

Conclusion

This A/B test confirms that even small adjustments to a website's hero section can have a significant impact on user behavior and revenue. Froya Organics' focus on authenticity and social proof helped drive higher conversions, proving the importance of clear brand messaging. With the help of Elevate A/B Testing, Froya Organics successfully optimized their homepage to better reflect their brand values and boost sales.